Survey reveals AFL fans concerned over gambling advertising

AFL fans are concerned about the growth of gambling advertising at match venues and during live broadcasts according to a survey conducted by the AFL Fans Association.

Conducted late last year, the survey of supporters and club members found rule changes and gambling advertising were the two major frustrations affecting fans’ enjoyment of the game, with 12% of fans saying gambling promotion was their main concern while 37% nominated gambling advertising when they were asked to select all the issues that worried them.

With sports betting the fastest-growing form of gambling in Australia, betting agencies are expanding their links with live and broadcast sport.

Among these, the AFL has a five-year deal, reportedly worth $10 million annually, with Sportsbet as its official betting agency.

Gambling advertisements and segments are shown during live television broadcasts after 8.30pm, and on signage around the boundary at venues.

The poll, revealed this week by The Age and which has been sent to the AFL, gives an insight into key issues concerning fans in advance of the 2022 season,

It featured 860 responses from fans of all clubs, ranging in ages from under 18 to the 75-84-year-old age group, of which 71% were club members.

AFLFA President Cheryl Critchley said gambling advertising was a growing issue, a point made by former Western Bulldogs’ Premiership captain Easton Wood when he expressed concern, in October last year, that it was becoming ingrained “for a generation that thinks that’s the way to enjoy a game.”

Critchley told The Age “many have told us that they don’t like them and are concerned that they are normalising gambling for children.

“Researchers are demonstrating this and the AFLFA supports the work of various state government initiatives and campaigns focused on countering the normalisation of gambling and sport.

“My kids grew up with saturation gambling ads and years ago when he was younger my son used to do his footy tips based on easily accessible tote odds. That is not good.”

In response, The Age reported that the AFL said it had moved to limit gambling advertising at venues citing Geelong’s home ground of GMHBA Stadium no longer having advertising and other venues having minimised Sportsbet promotions.

The AFL also said all Victorian-based clubs were involved with anti-gambling associations, including the Victorian Responsible Gambling Foundation.

However, the League said it had no control over broadcast advertising on television and radio.